When Ilife, a global brand that specializes in robotic home cleaning, wanted to enter the Indian market, they faced a tough challenge. Their brand language was too focused on the product and didn't really connect with the average Indian consumer.

To make things even harder, Indian consumers weren't used to the idea of robotic appliances and thought they were too expensive and not adapted to their needs. So, Ilife had to find a way to introduce their innovative technology to this market and convince Indians that their products were worth buying.